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Julie A. Ask

Vice President, Principal Analyst serving eBusiness & Channel Strategy PROFESSIONALS

Julie serves eBusiness & Channel Strategy Professionals. Julie's 25 years of work experience is balanced between the engineering and management consulting work she did in the first half of her career and her work as an analyst for the past 12 years. The combination of technical and business expertise positions prepared her well to work with business leaders to identify new opportunities offered by mobile technology and to develop strategies to engage with consumers on mobile devices. She has worked with hundreds of clients across retail, travel, banking, insurance, CPG, healthcare, retail, and more to advise and guide the development of their mobile strategies.

Julie's research and analysis have been widely cited in publications including The Wall Street Journal, The New York Times, USA Today, BusinessWeek, RCR Wireless, and The Onion and on CBS, NBC, and PBS.

Previous Work Experience

Prior to becoming an analyst, Julie worked at a contextual services mobile startup in San Francisco and prior to that at Booz Allen & Hamilton.


Education

Julie holds a B.S.E.E. and a Master of Science in electrical engineering and computer science from the Massachusetts Institute of Technology (MIT). She also holds an M.B.A. from the University of Michigan.

Research Coverage:

Consumer Mobile Activities, Consumer Mobile Adoption, Consumer Mobile Brands, Cross Channel Strategies, Mobile Channel for Consumers, Mobile Email, Mobile Marketing, Mobile Operating Systems, Mobile Services, Mobile Software & Platforms, Mobile Video, Smartphones

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18 results in Reports

  • Julie A. Ask
  • Mobile Channel for Consumers
  • Consumer Electronics & Technology

  • For eBusiness & Channel Strategy Professionals

    Report:Getting Mobile Right With Mobility POST

    A Methodical Approach To Building Your Mobile Phone, Tablet, And Wearables Strategies

    Julie A. AskMay 24, 2013

    Back in 2009, Forrester created the first version of mobile POST — a methodology to help our clients create mobile strategies that align well with the mobile sophistication of their customer...

    • Downloads: 234

  • For eBusiness & Channel Strategy Professionals

    Report:A Systematic Approach To Mobile Strategy

    Strategic Plan: The Mobile eBusiness Playbook

    Julie A. Ask, Charles S. GolvinMay 10, 2012

    Mobile is hot, but too many executives take a backward approach to developing a mobile initiative and begin with technology decisions such as "We need an iPhone application" or "Let's do something...

    • Downloads: 4238

  • For eBusiness & Channel Strategy Professionals

    Report:The Future Of Mobile eBusiness Is Context

    Vision: The Mobile eBusiness Playbook

    Julie A. AskMay 1, 2012

    Consumers will adopt and use convenient services and products. In mobile, this translates to services that offer immediacy and simplicity through a highly contextual experience. The ability to...

    • Downloads: 1645

  • For CIO Professionals

    Report:CIO: The Future Of Mobile Is Context

    Building A Foundation To Enable Next-Generation Mobile Services

    Ted Schadler, Julie A. AskDecember 20, 2011

    CIOs that Forrester interviewed understand the potential of context and are building the foundational infrastructure needed to support the use of context across consumer touchpoints — not just...

    • Downloads: 767
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:2D Bar Codes: Emerging Role In Sales

    An Empowered Report: 2D Bar Codes: Learn Why There's No Urgency

    Julie A. AskNovember 14, 2011

    2D bar codes have captured the attention of eBusiness professionals in many industries who are looking to bridge the gap between online and offline media. The stakes are high. Those who execute well...

    • Downloads: 232

  • For CMO Professionals

    Report:CMO: The Future Of Mobile Is Context

    Mobile Transforms How Companies Interact With Customers

    Julie A. AskJuly 29, 2011

    Consumers will adopt and use convenient services and products. On mobile phones, this means services that offer immediacy and simplicity through a highly contextual experience. Context — the...

    • Downloads: 836
    • Comments: 1
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:How eBusiness Professionals Can Use The Convenience Quotient To Prioritize Mobile Services

    The Convenience Quotient Of Mobile Services: A Facebook Case Study

    Julie A. AskMay 27, 2011

    Although a majority of consumers still prefer the traditional PC to a mobile phone when performing any task related to eBusiness, our research shows that mobile penetration continues to rise....

    • Downloads: 290

  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Technographics®: US Online Shoppers

    Choosing The Right Approach For Your Target Consumers

    Julie A. AskFebruary 14, 2011

    Consumers' spending on products and services via mobile devices, as well as their increasing reliance on them for product research, is intensifying the mobile imperative for retailers. Forrester...

    • Downloads: 1356

  • For eBusiness & Channel Strategy Professionals

    Report:2D Bar Codes: Learn Why There's No Urgency

    An Empowered Report: Invest Modestly And Experiment Broadly

    Julie A. AskSeptember 21, 2010

    Only 1% of US mobile phone owners have used a 2D bar code scanner in the past three months. It would be hard for any product or service company to claim an urgent need to implement 2D bar codes, but...

    • Downloads: 842

  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: Yahoo! Fantasy Football

    Mobile Consumers Create Multichannel Value

    Julie A. AskMay 13, 2010

    Most consumer product and services companies work from the assumption that multichannel customers are the most valuable. All the evidence indicates that this is true. They also assume that mobile...

    • Downloads: 369

  • For Marketing Leadership Professionals

    Report:Mobile Coupons: Gold Rush Or Fool's Gold?

    An Overview Of The State Of Mobile Coupons In The US

    Julie A. AskMarch 15, 2010

    Consumers and advertisers are curious about mobile coupons, but current challenges and limited current consumer usage mean mobile coupons don't need to be an immediate priority. Advertisers should...

    • Downloads: 1647

  • For eBusiness & Channel Strategy Professionals

    Report:Engaging Smartphone Users

    Why Designing Strategies For High-End Mobile Devices Makes Sense

    Seth Fowler, Julie A. AskJanuary 19, 2010

    With 4 billion cell phones and 1 billion PCs in the world, cell phones are clearly the next digital frontier for companies looking to engage with their customers in a more persistent and personalized...

    • Downloads: 1251

  • For eBusiness & Channel Strategy Professionals

    Report:Inquiry Spotlight: Consumer Wireless Strategy, Q3 2009

    Julie A. Ask, Seth FowlerNovember 19, 2009

    Mobile is rapidly expanding as a medium for interacting with consumers, and it will only continue to do so. Many of Forrester's nontelecommunications clients — from the travel industry to...

    • Downloads: 378

  • For eBusiness & Channel Strategy Professionals

    Report:The Convenience Quotient Of Mobile Services: A Facebook Case Study

    How To Make Mobile Services As Convenient As PC-Based Experiences

    Julie A. AskOctober 14, 2009

    The mobile industry has long imagined that cell phones may one day displace the PC for many consumer activities. For now, the vast majority of consumers prefer the PC to a mobile device for most...

    • Downloads: 1233

  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: Bank Of America Makes The Most Of Mobile Banking

    A Mobile POST Case Study

    Julie A. Ask, Seth FowlerSeptember 3, 2009

    Bank of America's mobile strategy aims to offer customers control of their accounts and convenient information through the most advanced mobile services available. Connectors and SuperConnecteds,...

    • Downloads: 1524

  • For eBusiness & Channel Strategy Professionals

    Report:How Consumers Connect Around The World

    Extending Digital Media Strategies To Emerging Markets

    Julie A. AskAugust 20, 2009

    Forrester forecasts that the number of PC-based Internet connections will grow from 1.2 billion users in 2007 to 2.2 billion — or 25% of the world's population — by 2013. While large,...

    • Downloads: 1028

  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Technographics

    Understanding Mobile Phone Usage Is The Foundation Of A Mobile Strategy

    Julie A. Ask, Charles S. GolvinApril 9, 2009

    Consumer adoption and usage of mobile communication and multimedia services has reached critical mass. Any brand that interacts regularly with consumers — from retailers to banks to media...

    • Downloads: 3779

  • For eBusiness & Channel Strategy Professionals

    Report:Preparing For New Competitors In The Mobile Game Console Market

    Julie A. AskFebruary 25, 2009

    Nintendo has dominated the mobile console market since the introduction of the original Game Boy, but the rise of powerful new devices like the Sony PSP and Apple's iPhone means the mobile console...

    • Downloads: 487
 
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